Sequentia Environics announced a new service offering today that enables companies to better understand the all-important cultural dynamics of their online community members. This information can lead to increased adoption, greater value for members, greater cohesion and more loyalty.
Digital ethnography enables organizations to uncover the behavioral patterns of online audiences that are not always driven by a tangible need. These types of research findings fill the gaps left by traditional market research such as surveys and focus groups.
By conducting an analysis of the cultural differences between Reddit and Digg, two of the most prolific online communities, Sequentia identified the following as key characteristics of thriving communities:
- Self expression and self interest
- Self regulation (to varying degrees)
- Personalization
- Open participation for all members and involvement in decision making
- Sense of purpose
- Simplicity
- Option for anonymity
- Transparency
- Earned authority
Sequentia’s Digital Ethnography service offering provides organizations with a deep understanding of their audience’s online behavior by identifying and studying real-time interactions and online cultural attributes in a given online space and context.
Download the report A Guide to Successful Community Building:
Lessons from Reddit and Digg , authored by Heather Morrison and Ujwal Arkalgud of Sequentia Environics.